Hanro
Huber Holding · Switzerland
Hanro is a luxury underwear, nightwear and loungewear brand founded in Liestal, Switzerland, in 1884. Since the early 1990s it has belonged to the Austrian Huber group, which runs it from Götzis and makes most of its fabrics in Austria. It is sold in almost 50 countries through specialist retailers, department stores and its own boutiques.
| Founded | 1884, Liestal |
|---|---|
| Founder | Albert Handschin (with Carl Ronus from 1895) |
| Owner | Huber Holding (fully since 1993) |
| Headquarters | Götzis, Austria |
| Segment | Luxury underwear, nightwear and loungewear |
| Website | hanro.com |
What is Hanro?
Hanro is a premium to luxury brand of underwear, nightwear, daywear and loungewear for women and men. Its products are made from fine natural fibres such as cotton, silk and wool, and the brand is known for understated design and high quality knitted fabrics. Although of Swiss origin, it is today owned and managed by the Austrian Huber Holding, and its business is run from Götzis in Vorarlberg.
History
The company began in 1884 in Liestal, near Basel, as a hand knitting business set up by Albert Handschin. Carl Ronus joined in 1895, and the partnership Handschin & Ronus gave the brand its name, combining the first letters of the two surnames. It became Hanro AG, a family owned public limited company, in 1919.
Circular knitting machines allowed Hanro to move beyond underwear into beachwear from the 1930s and later into outerwear. In 1991 the Austrian underwear maker Huber Tricot bought a 75 percent stake, and in 1993 it took over the remaining shares. In 2004 the headquarters moved to Götzis, where the Huber group is based.
Products and positioning
Hanro positions itself at the top end of everyday intimate apparel. Its collections include:
- Women's and men's underwear and bodywear
- Nightwear, pyjamas and bathrobes
- Loungewear and homewear
- An Atelier line of more elaborate pieces
According to Wikipedia, around 80 percent of its textiles are made at the group's Arula plant in Mäder, Austria, with sewing in Portugal. The brand advertises OEKO-TEX STANDARD 100 and MADE IN GREEN certifications.
Business model and distribution
Hanro is sold in almost 50 countries through specialist lingerie retailers, department stores, a small network of own boutiques and outlets, and its own online shop operated by a Huber group company. The United States, Germany and Switzerland are among its largest markets.
Why it matters
Hanro shows how a heritage underwear brand can retain luxury positioning by controlling fabric production in Europe. Its integration into a vertically organised Austrian textile group also makes it a reference case for quality led, wholesale driven intimate apparel.
Frequently asked questions
Who owns Hanro?
Hanro belongs to the Austrian Huber group (Huber Holding). Huber Tricot acquired a majority stake in 1991 and the remaining shares in 1993.
Is Hanro a Swiss brand?
Hanro was founded in Liestal, Switzerland, in 1884 and is Swiss by origin. Since 2004 its headquarters have been in Götzis, Austria, and most of its fabrics are produced in Austria.